Your Google Business Profile is often the first thing a local customer sees, before your website, before your social media and before they ever speak to you. Yet most profiles we audit are only half finished.
This checklist covers the fixes that make the biggest difference. Most take minutes, and you can do them all this week.
The basics
- Business name matches real life. Use your actual trading name. Adding keywords (“Smith Plumbing – Emergency Plumber London”) breaks Google's guidelines and can get your profile suspended.
- Primary category is as specific as possible. “Emergency locksmith” beats “Locksmith” if that's the work you want.
- Secondary categories are relevant. Add the other services you genuinely offer, and nothing more.
- Address or service area is accurate. If customers don't visit you, hide the address and list the areas you cover.
- Phone number and website are correct, and the phone is answered during your listed hours.
Making the profile convincing
- Opening hours are complete, including bank holidays and any special hours.
- The description explains what you do, who for and where, in plain English.
- Services and products are listed with short descriptions and, where it makes sense, prices.
- At least 10 genuine photos: premises, team, vehicles and finished work. Add new ones every month.
- Attributes are filled in, such as wheelchair access or online appointments.
Keeping it active
- Ask for reviews after every job with a short link sent by text or email.
- Reply to every review within a few days, good or bad.
- Post an update at least twice a month: offers, recent projects or seasonal tips.
- Answer the Q&A section before strangers do.
- Check your insights monthly to see calls, direction requests and website clicks.
Quick reference
| Area | What good looks like | How often |
|---|---|---|
| Categories | Specific primary + relevant secondaries | Review quarterly |
| Photos | 10+ real photos, new ones monthly | Monthly |
| Reviews | Steady flow, every review answered | Weekly |
| Posts | Offers, projects and tips | Twice a month |
| Insights | Calls, directions and clicks tracked | Monthly |
What to do next
Work through the list once, then set a monthly reminder to keep it fresh. Profiles that are complete, active and well reviewed consistently outperform ones that are set up and forgotten. If you'd like the full picture, read our guide to winning the Google map pack.
Want us to optimise and manage your profile for you? Our local SEO team handles the whole checklist every month.
Written by
Abbas · Signature Marketing & Tech
Abbas works with UK businesses on digital growth, from search visibility and paid media to the systems and support teams that turn enquiries into customers.
